Display device



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: DISPLAY DEVICE Filed Jan. 5, 1946 3 Sheets-Sheet 3 ATTO R N EYPatented Jan. 31, 1950 UNITED STATES PATENT OFFICE DISPLAY DEVICE EdwardG. Koch, Baldwin, N. Y. Application January 5, 1946, Serial No. 639,377

6 Claims. '1

This invention relates to display devices, and particularly to displaystands for displaying goods offered for sale.

An object of the invention is to provide an improved and attractivedisplay device which displays the merchandise offered for sale and veryeffectively advertises the stock.

Another object is to provide a display stand having several shelves forsupporting the goods offered for sale and which oifers the illusion of astand always filled with merchandise even though some of the shelves maybe partly or completely empty.

A further object is to provide a rugged and durable display stand whoseelements can be easily disunitcd or knocked down for packing andshipping purposes and which may be quickly and easily assembled for use.

Briefly stated, the display stand of the invention comprises a pair ofvertical side walls which support several spaced horizontal shelves. Thebottom shelf and the top of the stand extend Well beyond the verticalside walls at the ends of the stand so as to form spaces which areconcealed by transparent or translucent sheets also arranged vertically.These sheets contain advertising data and are preferably illuminated bylamps positioned at the ends of the stand in the spaces between thetranslucent sheets and the vertical side walls. If desired, the lampsmay be provided with rotatable vanes which are pivotally mounted on thelamps and adapted to rotate in response to the heat generated by thelamps.

An important feature of the display stand of the invention. comprisesthe interchangeable foldable inserts for the shelves, which containpictorial reproductions of the merchandise offered for sale. Each inserthas a back wall and two side walls and fits into the space between twoshelves. These walls and also the rear of the back wall of the inserthave pictures of the goods displayed for sale. As an illustration, if ashelf is so dimensioned as to accommodate several cans in the width andtwo or three cans arranged one on top of the other, the insert will thenhave pictures of the same cans in substantia1ly the same physicalrelation as they appear on the shell. Hence, if one or more cans areremoved by a purchaser, the pictorial reproduction on the walls of theinsert in the interior of the display stand will provide an illusion ofa filled shelf. The rear of the insert also contains a reproduction ofthe merchandise ofiere-d for sale and ofiers the same illusioinor atleast,

2 provides effective advertising for the goods actually viewable fromthe front of the display stand.

The insert for the lower shelves, which is usually below eye level, mayalso be provided with a bottom wall (in addition to the rear and sidewalls) containing pictorial reproductions of the articles ofier'ed forsale on this shelf.

The top of the display stand is provided with an attractive curvedribbon-like band adapted to hold brochures, pamphlets, or cards in thenature of promotional material and consumer aids. The advantage of thiscurved band is that it prevents merchandise from being placed on top ofthe Stand which would detract from the attractive and ornamentalappearance of the stand.

The following is a more detailed description of the invention,accompanied by drawings, wherein:

Fig. 1 is a perspective view or the front of a display stand constructedin accordance with the principles of the invention;

Fig. 2 is a front view of the stand of Fig. 1 with certain parts brokenaway to illustrate the constructional details;

Fig. 3 is an end view of the l and 2;

Fig. 4 is a rear view of the lower portion or: the display stand;

Fig. 5 is a fragmentary top plan view of the stand of Figs. 1, 2 and 3;

Fig. 6 is a section on the line 6 6 oi 4;

Fig. 7 is a perspective view of the base at one end of the stand withthe vertical translucent sheet broken away;

Figs. 8 and 9 show two different forms of interchangeable inserts whichcan be used between shelves;

Fig. 10 is an end view of the base of the stand as modified to employslanting shelves; and

Figs. 11 to 16, inclusive, show different modifications which can beused for the ends of the display stand.

Throughout the figures of the drawings, the same parts are representedby the same refer ence numbers.

Referring to the drawings in more detail, the display stand comprisestwo vertical side walls 2, 2, a top section 3-, a bottom shelf orsection 4, and intermediate shelves 5. These Walls and shelves may bemade of any suitable material but preferably of wood. It should be notedthat top section 3 and bottom section 4 are longer than shelves 5 andextend well beyond side walls 2, 2.

The ends of the shelves 5, 5 fit into grooves in stand of Figs.

the vertical side walls 2, 2 and if desired may be nailed or screwedthereto. The individual elements of the display stand are firmly heldtogether in a rugged and durable manner by means of pairs of knee piecesIt, It at both ends of the display stand (note Figs. 2 and 7). Theseknee pieces are bolted to the side walls 2, 2 and to the top and bottomsections 3, 4 by means of bolts 11, ll. Positioned between the top edgeof each upper knee and the top section 3, and also between the bottomedge of each lower knee and the bottom section 4 is a semi-circularboard l5. The purpose of this board l5 will appear hereinafter. Theseknees provide means whereby the display stand may be quickly and easilydisunited and the parts thereof placed in knocked down relation witheach other for ease in shipping.

The entire stand is positioned on a pair of spaced parallel supports 6,ii. The top section 3 is provided with a pair of spaced parallel groovesl, l for accommodating the ends of a ribbon 8 of Masonite or othersuitable material. Ribbon B is maintained in curved position, as shown,and is provided with a wide slot at its center for enabling promotionalmaterial or consumer aids in the form of brochures or pamphlets 9 to beinserted therein.

The front and rear vertical edges of side walls 2, 2 are concealed fromview by means of molding strips iii. Strips It serve the dual purpose ofconcealing the edges of side walls 2, 2 and the locations of the jointsWith the shelves, thus providing a more attractive display stand, and byvirtue of its spacing from the semi-circular board [5, furnishing arabbet or groove for the translucent vertically arranged end sheets H,H.

Translucent sheets H, l l are positioned at both ends of the displaystand between the overhanging ends of top section 3 and bottom section4. These sheets are curved and contain suitable advertising matter whichmay be in the form of writing and printing and/or attractive pictorialreproductions of the merchandise ofiered for sale. Sheets H, H areilluminated by means of lamps I2, 12 mounted on the side walls 2, 2 andpositioned in spaces formed between the curved sheets and the sidewalls. These lamps are fed with electric power from a wall socket via aconventional cord and prong arrangement (not shown).

If desired, each lamp l2 may be provided with a r rotatable vane-likeconstruction 13 pivotally mounted on a clamp-like support fitting aroundthe lamp as shown, and which is adapted to rotate in response to theheat generated by the lamp. Such an arrangement is well known in the artand customarily employed in artificial fire places to simulate burningembers. Its use in the display stand of the invention provides movementfor the illumination cast upon the translucent sheets H, H by the lampi2, l2 and serves to attract the passer-by.

Each translucent sheet H is held or clamped firmly in place on thedisplay stand by means of a pair of resilient or springy, semi-circular,metal bands or clamps Hi, It positioned at both ends of the translucentsheet and fitting into the grooves between the molding strips lil andthe semi-circular board i5. Note Figs. 2 and '7. The dimensions ofsemi-circular boards I5 are such that in combination with molding stripsIii there are provided grooves at diametrically opposite sides for thetranslucent sheets H, ii. The boards l5 enable the sheets i l to befirmly clamped in position by the metal bands [4.

Positioned between shelves 5, 5 are interchangeable cardboard inserts I8 which have a rear wall and foldable side walls containing pictorialrepresentations of the merchandise offered for sale. The height of theseinserts is substantially the dimension between shelves. These insertsare prevented from sliding out from the front display stand by theoverlapping portions of the molding strips Ill located in front of thestand. These strips IE! have edges which extend beyond the front edgesof the side walls 2. 2. The inserts are prevented from sliding out fromthe back of the display stand by the molding strips I0 located in therear of the display stand and also by the horizontally positioned strips[0 (note Fig. 4) which conceal the rear edges of the shelves 5, 5. Theinsert may take the appearance of Fig. 8, or, if desired, the appearanceof Fig. 9. In Fig. 9 is shown an insert l8 which difiers from l8 of Fig.8 by having a bottom wall. Such an insert with a bottom wall isadaptable for use on the lower shelves which are below eye level.

Inasmuch as all viewable walls of the insert contain pictorialreproductions of the goods offered for sale, it will be evident thatwhen an article is removed from a shelf, the picture on the insert willgive the illusion of a shelf filled with goods even though the shelf maybe partly empty.

Fig. 10 shows a slight modification of the display stand, wherein theshelves 5, 5' are given a slight slant.

Figs. 11 to 16, inclusive, illustrate modifications which the ends ofthe display stand of the invention may take. In all of thesemodifications, it should be noted that a space is provided between theoutermost surface of the translucent sheet and the vertical side wall,in which the lamps are adapted to be placed. Moreover, the side walls ofthese modifications are provided with flanges for holding thetranslucent sheet in place.

The display stand of the invention may be used on the floor, on thecounter or in the window of a store, and its size will be such that itwill be suitable for the particular location where it will be used. Whenused on a floor, it may, by way of example, be six feet high and threefeet Wide. Its dimensions will be considerably smaller when used on acounter or in a window. It may also be used on a wall, in which case thestand may be made substantially entirely of cardboard or similarlight-weight material. The dimensions of the display stand for hangingon a wall should, of course, be small, since such a use is designedprimarily for displaying relatively small size articles, such as shoepolish cans or packages. When used for this last purpose, the supports6, 6 will, of course, be dispensed with.

What is claimed is:

1. A portable display stand comprising vertical side walls, horizontallspaced shelves supported by said side walls, top and bottom horizontalsections extending beyond said side Walls, vertically arranged curvedsheets extending between said sections at both ends and on the sides ofsaid stand to provide spaces between said sheets and vertical sidewalls, said sheets being removable and containing advertising matter,and resilient curved bands at both ends of said sheets for holding saidsheets in position.

2. A portable display stand comprising vertical side walls, horizontallyspaced shelves supported by said side walls, vertically arranged moldingstrips secured to and concealing the edges of said side walls, top. andbottom horizontal sections extending beyond said sidewalls, verticallyarranged curved translucent sheets extending between said sections atboth ends and on the sides of said stand to provide spaces between saidsheets and vertical side walls, said sheets being removable andcontaining advertising matter, and lamps at both ends of said standpositioned in said spaces, to thereby illuminate said translucentsheets, and curved metallic bands at both ends of said sheets andengaging said molding strips for holding said sheets in position.

3. A portable display stand comprising rigid vertical side Walls andrigid horizontally spaced shelves supported by said side walls, saidstand lacking a permanent rear wall, top and bottom horizontal sectionsextending beyond said side walls, vertically arranged translucent sheetsextending between said sections at both ends and on the sides of saidstand to provide spaces between said sheets and vertical side walls,said sheets containing advertising matter of the goods to be displayedon said shelves, lamps at both ends of said stand positioned in saidspaces, to thereby illuminate said translucent sheets, and foldableinserts adapted to be placed between said shelves, said inserts having arear wall and foldable side walls containing pictorial reproductions ofthe merchandise offered for sale on said shelves, the rear walls of saidinsert by virtue of their location constituting the rear wall of saidstand.

4. A portable display stand comprising vertical side walls, horizontallyspaced shelves rigidly supported by said side walls, top and bottomhorizontal sections extending beyond said side walls, and verticallyarranged curved sheets extending between said sections at both ends andon the sides of said stand to provide spaces between said sheets andvertical side walls, said sheets containing advertising matter, and apair of triangular shaped knees in each of said spaces at both sides ofsaid stand to hold together the elements of said stand, one knee of eachpair being secured at its bottom edge to the bottom horizontal sectionthrough a curved board having a straight edge resting against a verticalside Wall, said same knee being secured at its side edge to the samevertical side wall, the other knee of each pair being secured at its topedge to the top horizontal section through a similar curved board havinga straight edge resting against the same vertical side wall, said lastknee being secured at its side edge to the same vertical side wall, thecurves on said sheets corresponding in shape to the curves on saidboards, and curved bands adapted to hold said sheets to the curvedsurfaces of the boards.

5. A display stand for supporting articles for sale, comprising verticalside walls and horizontally positioned spaced shelves secured to andsupported by said side walls, said display stand lacking a permanentrear wall, and removable foldable inserts adapted to be placed betweensaid shelves, said inserts having a rear wall and foldable side wallscontaining pictorial representations of the merchandise offered for saleon said shelves, the side Walls of said insert being adapted to restagainst the vertical side walls of said stand, the rear walls of saidinserts constituting, by virtue of their location, the rear wall of saidstand.

6. A display stand for supporting articles for sale, comprising verticalside walls and horizontally positioned spaced shelves secured to andsupported by said side walls, said display stand lacking a permanentrear wall, and removable foldable inserts adapted to be placed betweensaid shelves, the height of said inserts being substantially thedistance between the shelves, said inserts having a rear wall andfoldable side walls, at least the rear wall containing pictorialreproductions of the merchandise offered for sale on said shelves, theside walls of said insert being adapted to rest against the verticalside walls of said stand, the rear walls of said inserts constituting,by virtue of their location, the rear wall of said stand.

EDWARD G. KQCH.

REFERENCES CITED The following references are of record in the file ofthis patent:

UNITED STATES PATENTS Number Name Date 791,912 Jackson June 6, 1905876,146 Burt Jan. 7, 1908 1,723,027 Fraley Aug. 6, 1929 1,803,631 MabeeMay 5, 1931 1,861,671 Webb June 7, 1932 1,990,671 Redington Feb. 12,1935 2,029,841 Templin Feb. 4, 1936 2,147,716 Ressinger Feb. 21, 19392,188,404 Hengel Jan. 30, 1940 2,239,343 Rumbaugh Apr. 22, 19412,256,339 Fallert Sept. 16, 1941 FOREIGN PATENTS Number Country Date21,709 Great Britain of 1897

